Dead Transmission - Graveyard Johnnys

For this analysis I will be looking at another music video of a band in the same Rockabilly/ Psychobilly category as the Mojokings. I have chosen to focus on a more well known band called The Graveyard Johnnys. The Graveyard Johnnys are a three piece band who fuse 1950's Rockabilly and Punk Rock. They are a British band from South Wales and have been touring all over the world since 2008.

Screenshots taken from The Graveyard Johnnys
music video 'The Wasted'

I have chosen this video as it is a good example of promotion as a 'whole package' i.e. not just the music video but it was launched alongside with posters, merchandise, and a new album all branded the same for 'Dead Transmission'. This is where it has all been rolled out as one once becoming a signed artist; whereas before hand it was hard to keep to the same visual style with design in videos/ album covers (as with unsigned artists) they did not have professional technology and equipment e.g. in their video 'The Wasted' over 100 newspapers were used as a backdrop for the performance in the video, whereas being with Bomber Music they were able to go digital and use a green-screen. Additionally I chose this video because it is an alternative technique used in the Psychobilly genre of music videos whereby they have a band performing but with clever animations and effects making it more of a concept based video cutting between a concept and the artists playing.

Most music videos in the Psychobilly genre tend to be with a narrative based video or just a pure live performance based video (as seen in the video Misery by The Brains) which makes this video slightly different as it is all special effects and animation.

The music video is classed as a hybrid promotion video bringing together concept (in the lyrics and animation which is representative of control and politics) as well as a performance video showing the band playing, this is not in the same way as it was with the video by The Brains however is it is from the point of view that it is one viewer watching on their own, not as part of a crowd.

This is an example of how lyrics are used to be linked to visuals. In this shot we see Tom the drummer playing on the TV in a shop window called "Buy Pointless Stuff" and this is matched with the lyrics "Ram opinions down your throat" which is linking to the control the media has over people in getting them to do things such as buy things. Also we see crowds of people in front of the shop which look like they are shadows of either cut-outs of people or are puppets again representing the control of the media. The overall theme of the video is like it is inspired by old 40's/ wartime propaganda with the big TV on the hill at the end.

The concept that is focused around in this video is the control of the media i.e. TV, radio and how politicians use propaganda for advertising which is subtly incorporated into both the lyrics and the visuals.

This transition (right)  is based around the link to 'the media'  i.e. tv and radio it is accompanied by the sound of  static as though you are changing radio stations. The colours used i.e. red, black and white are used effectively to give a twist on a nostalgic style, by adding the red it gives the effect of being dangerous. However I feel the most appropriate connotation of this colour for the music video is danger, war, strength and power. This use of nostalgia through the black and white is to link back to the bands roots as they are heavily influenced by 1950's Rock 'n' Roll and 'old-style punk' and this use of filter refers back to this, something which the primary audience would know about.

The main shots used in this video are long shots, showing the band members fully playing their instruments and close-ups which emphasise the performance side of the video giving great detail of the instruments they are playing.

Like to all Rockabilly/ Psychobilly videos image is key for the artists and there is a certain looks acquired by the audience which make it easy to spot other 'Rockin' 'Psycho' fans. The Graveyard Johnnys have a very unique look for example Thomas on the drum with dreadlocks accompanied usually by an old army officers hat or a bandanna, and Joe on double bass with his hat and Callum on guitar with his greased back hair. This image helps to make them recognisable and is part of their branding as a collective artist . Looks are generally helped by the performers own interests in the music scene. Their look however for this video may be somewhat controlled by the record label (as stated by Goodwin) where they chose which outfits for the band to wear, although it is stuff they would be known in, it is a more commercial than their look from earlier videos such as Won't Back Out and Cherylene

Relating to the idea of a concept music video this song reverts around the use and power of the radio mast which again conforms to the idea of the video being a political statement against censorship and big companies having control over the media dictating and broadcasting what we see and how we should react to things.

It is difficult to comment on lighting primarily since it is based on green-screen therefore most of the video is animated, however they do seem to use low key lighting as most of the video seems dark i.e. shadows and being in black and white which is typical for the genre as shown in the music video Misery by The Brains as well as the dark pub which Kitty In A Casket play in in their video Kreepsville666.

At the end of the video the band are seen playing on a huge TV
with the mast coming out of the top of it. This represents the
change in power where they are now in control of the media.

Social Media: The Graveyard Johnnys are on all the major platforms of social media such as Facebook and Twitter, they also use Instagram and Tumblr to get across from more of an artistic point of view as oppose to simply promotions. The band members themselves are also available on Facebook and Twitter to get in contact with and follow. Like most band their Facebook page is used most frequently as it can allow them to promote and give updates to people more specifically as well as in more depth and detail whereas their Twitter account is used more for key dates such as going on a tour of a certain country, I believe this is also the case (Twitter being less popular) as the main audience of their band are more middle aged men who are perhaps less likely to embrace this form of social networking since there may be no interest to join the site. One thing which sets The Graveyard Johnnys apart is their blog which is linked in with their website so any major updates you can always see and go back to via their blog, this was used primarily when talking about new merchandise coming out as well as behind the scenes info on music videos they were recording. By making content which is more exclusive to their pages i.e. their blog and their website, it draws more fans actually on to their domains as oppose to staying on social media which they don't have as much customisability over.

Links to social media & official website:
https://www.facebook.com/graveyardjohnnysUK
https://twitter.com/GYJARMY
https://instagram.com/graveyardjohnnys
http://www.graveyardjohnnys.com/